Small Town, Small Screen:

Some Notes on Where Local News Is Headed

Jesse Holcomb
Associate Director, Journalism Research
Pew Research Center
@jesseholcomb

Increasingly, the local news experience is

Mediated on the social web

Shared on mobile devices

Unevenly distributed

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Social Media: A Rear Window

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More social media users are seeing news there

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Community News Is Highly Visible on Facebook

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Social media: A town square

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Many Exchange, and Some Contribute to News

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News Sharers More Likely to See Local Issues in Their Feed

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Local News and Mobile Devices

[some kind of mobile phone image here]

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Smartphones Are a Window Into Community Life

68% of smartphone owners use their phone at least
occasionally to follow along with breaking news events
67% use their phone to share pictures, videos or
commentary about events happening in their community
56% use their phone at least occasionally to learn about
community events or activities

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Especially Among Younger Smartphone Owners

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The Anytown, USA Myth: Digital Revolution Is Uneven

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Usage Varies by Population

15% of US adults dont use the internet, especially:

Low-income adults (25%)

Seniors (39%)

Residents of rural communities (24%)

Black adults (20%)

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And From Community to Community

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But There Are Always a Few Surprises

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Gaps in Availability of Local News Providers

Denver
Total News Providers
Providers w/ Weekly Content

143
52

Macon

24
12

Sioux City

31
17

2 dozen digital outlets in Denver; just one or two in Sioux and none in Macon
Outbound linking: Much more frequent in Denver news sites than in Macon or
Sioux City

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Others Are Exploring Local News Gaps

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WHAT DOES IT ADD UP TO FOR DIGITAL PUBLISHERS?

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We Follow Whats Around the Corner

More Than Whats Over the Next Hill

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The Core Local News Audience Is Also Highly Engaged

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TV Still Dominates Local Market

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Digital Groundswell Is a Supplemental News Source

Communities of interest, but no critical mass

In one week, niche/specialty outlets accounted for 35% of

Denver news content
The 14 digital-native sites accounted for < 10%

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As Industry Disruption Continues Apace,

Their Role May Become More Critical

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Small Town, Small Screen:

Some Notes on Where Local News Is Headed
Jesse Holcomb
Associate Director, Journalism Research
Pew Research Center
@jesseholcomb

Especially Among Underserved Populations

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Local Audiences Becoming More Digital, at Different Paces

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Big Picture: Growth of Social As News Source

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Digital Publishers Are Filling the Gap

Majority Nonprofit
Small Staff
Many Legacy Hires

Nearly 30% started since 2010

85% started since 2005

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